Question 1

According to the marketing concept,an organization should try to

Accepted Answer

A)  consider short-run objectives and cash flow needs before developing new products. 
B)  define its business as "making a product." 
C)  provide products that satisfy customers' needs and allow the organization to achieve its goals. 
D)  put most of its emphasis on marketing activities and be less concerned with finance,accounting,and personnel. 
E)  view selling activities as the major means of increasing profits. 
A)  consider short-run objectives and cash flow needs before developing new products. 
B)  define its business as "making a product." 
C)  provide products that satisfy customers' needs and allow the organization to achieve its goals. 
D)  put most of its emphasis on marketing activities and be less concerned with finance,accounting,and personnel. 
E)  view selling activities as the major means of increasing profits.

Question 2

Use the following to answer the questions.
Paws and Claws Hotel is a full-service pet salon and boarding kennel.Paws and Claws has an interactive website where customers can directly book a grooming appointment,obedience class,or overnight accommodations for their dog or cat.Paws and Claws has several unexpected services,such as a 600-square foot swimming pool,complete with slide and dog-friendly graduated steps to help them exit the pool.Customers can also drop their dog or cat off each morning for pet day care.Paws and Claws has a pick-up and delivery service,webcams in every kennel so that pet families can view their pets while away,and pet "furniture" so that the cats and dogs can lie on sofas just like at home.Paws and Claws is also open 24 hours a day,365 days each year so that customers can pick up their pet at any time.
The cost for an overnight stay at Paws and Claws averages $50,compared to competing kennels at about $30.The day care costs are $25 for either a dog or cat.The majority of Paws and Claws' competitors don't offer the day care service,and require an two-day minimum for overnight stays.Currently,the Paws and Claws Hotel is operating in several large cities on the west coast,but is thinking of expanding their services in more locations across the U.S.
The director of marketing at Paws and Claws suggested talking to pet owners about what type of services they would like to have available.These discussions led to the pet day care and 24-hour hours of operation.Previously,Paws and Claws was more interested in competing based on its prices.
-Refer to Scenario 1.2.Paws and Claws' target market is most likely to be which of the following?

Accepted Answer

A)  The dogs and cats who stay there 
B)  Pet owners who go on vacation frequently 
C)  Families with small children and several pets 
D)  Suburban families with two-income households 
E)  Urban professionals who travel often 
A)  The dogs and cats who stay there 
B)  Pet owners who go on vacation frequently 
C)  Families with small children and several pets 
D)  Suburban families with two-income households 
E)  Urban professionals who travel often

Question 3

Marketing activities

Accepted Answer

A)  are aimed at persuading customers through advertising. 
B)  involve mainly distribution and promotion decisions. 
C)  and selling activities are basically the same. 
D)  are important only when a firm is developing new products or entering new markets. 
E)  help sell an organization's products and generate financial resources for the firm. 
A)  are aimed at persuading customers through advertising. 
B)  involve mainly distribution and promotion decisions. 
C)  and selling activities are basically the same. 
D)  are important only when a firm is developing new products or entering new markets. 
E)  help sell an organization's products and generate financial resources for the firm.

Question 4

For a business organization to remain healthy and to survive,it must sell products and make profits.

Accepted Answer

A) True 
 B)False

Question 5

A systematic process of assessing opportunities and resources,determining marketing objectives,and developing a marketing strategy and plans for implementation and control describes which of the following marketing management activities?

Accepted Answer

A)  Strategic planning 
B)  Marketing control 
C)  Implementation 
D)  Organizing 
E)  Planning 
A)  Strategic planning 
B)  Marketing control 
C)  Implementation 
D)  Organizing 
E)  Planning

Question 6

Which of the following statements describes the best use of the Internet by a marketer?

Accepted Answer

A)  Gain information. 
B)  Relay product information. 
C)  Facilitate the marketing process. 
D)  Accumulate as many friends as possible. 
E)  Facilitate the marketing exchange,obtain customer feedback,and providing product information. 
A)  Gain information. 
B)  Relay product information. 
C)  Facilitate the marketing process. 
D)  Accumulate as many friends as possible. 
E)  Facilitate the marketing exchange,obtain customer feedback,and providing product information.

Question 7

In marketing,a product can be a good or a service but not an idea.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following statements about marketing environment forces is correct?

Accepted Answer

A)  They influence customers by affecting their lifestyles,standards of living,and preferences and needs for products. 
B)  They do not influence customers' reactions to a firm's marketing mix. 
C)  They fluctuate slowly and thereby create threats to a firm's marketing mix. 
D)  They never fluctuate quickly. 
E)  They do not influence the way a marketing manager performs certain marketing activities. 
A)  They influence customers by affecting their lifestyles,standards of living,and preferences and needs for products. 
B)  They do not influence customers' reactions to a firm's marketing mix. 
C)  They fluctuate slowly and thereby create threats to a firm's marketing mix. 
D)  They never fluctuate quickly. 
E)  They do not influence the way a marketing manager performs certain marketing activities.

Question 9

The marketing unit can be organized by ____.

Accepted Answer

A)  profitability. 
B)  functions and products only. 
C)  functions,products,regions,types of customers,or a combination of all four. 
D)  geographical regions and best-selling products. 
E)  customer demographics and frequency of purchases. 
A)  profitability. 
B)  functions and products only. 
C)  functions,products,regions,types of customers,or a combination of all four. 
D)  geographical regions and best-selling products. 
E)  customer demographics and frequency of purchases.

Question 10

Taco Bell is introducing some of its products into supermarkets,vending machines,college campuses,and other locations to increase its product availability and convenience.One reason Taco Bell is doing so is to

Accepted Answer

A)  decrease customer benefits. 
B)  increase customer costs. 
C)  increase customer value. 
D)  increase distribution expenses. 
E)  decrease promotion expenses. 
A)  decrease customer benefits. 
B)  increase customer costs. 
C)  increase customer value. 
D)  increase distribution expenses. 
E)  decrease promotion expenses.

Question 11

The forces of the marketing environment primarily affect marketers in three ways: They influence customers by affecting their lifestyles and preferences for products; they determine whether or how a marketing manager can perform certain marketing activities; and they

Accepted Answer

A)  affect a marketing manager's decisions and actions by influencing buyers' reactions to the firm's marketing mix. 
B)  dictate that changes be made to the existing marketing mix despite any negative reactions from customers. 
C)  make most new products obsolete very quickly so that research and development must continually develop new products. 
D)  cause most advertising to be ineffective at communicating product benefits due to rapidly changing environmental forces. 
E)  change a customer's decisions about the appropriate marketing mix for the company and its various products. 
A)  affect a marketing manager's decisions and actions by influencing buyers' reactions to the firm's marketing mix. 
B)  dictate that changes be made to the existing marketing mix despite any negative reactions from customers. 
C)  make most new products obsolete very quickly so that research and development must continually develop new products. 
D)  cause most advertising to be ineffective at communicating product benefits due to rapidly changing environmental forces. 
E)  change a customer's decisions about the appropriate marketing mix for the company and its various products.

Question 12

In managing customer relationships,the three primary ways profits can be obtained are by

Accepted Answer

A)  acquiring new customers,enhancing the profitability of new customers,and shortening the duration of relationships with existing customers. 
B)  enhancing the profitability of existing customers,eliminating customers who provide smaller profits,and finding new customers. 
C)  extending the length of relationships with customers,cutting organizational costs,and enhancing the profitability of new customers. 
D)  eliminating long-term customers who have decreased purchases,finding new customers,and increasing sales to existing customers. 
E)  enhancing the profitability of existing customers,extending the duration of relationships with customers,and obtaining new customers. 
A)  acquiring new customers,enhancing the profitability of new customers,and shortening the duration of relationships with existing customers. 
B)  enhancing the profitability of existing customers,eliminating customers who provide smaller profits,and finding new customers. 
C)  extending the length of relationships with customers,cutting organizational costs,and enhancing the profitability of new customers. 
D)  eliminating long-term customers who have decreased purchases,finding new customers,and increasing sales to existing customers. 
E)  enhancing the profitability of existing customers,extending the duration of relationships with customers,and obtaining new customers.

Question 13

In today's market environment,you might pay $15 for a CD by your favorite musical artist.Approximately how much of that price goes to activities related to marketing (promotion,distribution,profit margins)?

Accepted Answer

A)  $1.70 
B)  $3.40 
C)  $5.10 
D)  $7.50 
E)  $12.75 
A)  $1.70 
B)  $3.40 
C)  $5.10 
D)  $7.50 
E)  $12.75

Question 14

What is meant by the term marketing concept,and what departments of a company does it affect?

Accepted Answer

The answer of What is meant by the term marketing...

Question 15

U.S.Electric,the maker of a highly innovative xenon light bulb,finds that it has excess inventory.The firm increases its advertising budget by 50 percent and doubles its sales staff.This company is operating as if it were in which of the following orientations?

Accepted Answer

A)  Production 
B)  Sales 
C)  Market 
D)  Customer 
E)  Societal 
A)  Production 
B)  Sales 
C)  Market 
D)  Customer 
E)  Societal

Question 16

Explain why a knowledge of marketing is beneficial for all students.

Accepted Answer

The answer of Explain why a knowledge of marketing is...

Question 17

What are the three ways that marketing environment forces affect a marketer's ability to create satisfying exchange relationships?

Accepted Answer

The answer of What are the three ways that marketing...

Question 18

Basic and extended warranties can reduce risk,a major customer cost.

Accepted Answer

A) True 
 B)False

Question 19

The marketing concept stresses that a business organization can best achieve its goal by providing customer satisfaction through coordinated activities.

Accepted Answer

A) True 
 B)False

Question 20

A target market

Accepted Answer

A)  involves a large number of customers. 
B)  is a specific group of customers on whom a company focuses its marketing efforts. 
C)  already has several competitors vying for customers' business. 
D)  is the same as a salesperson's prospective client list. 
E)  is a customer group classified as people with similar demographic characteristics. 
A)  involves a large number of customers. 
B)  is a specific group of customers on whom a company focuses its marketing efforts. 
C)  already has several competitors vying for customers' business. 
D)  is the same as a salesperson's prospective client list. 
E)  is a customer group classified as people with similar demographic characteristics.

Exam 1: Strategic Marketing Management

According to the marketing concept,an organization should try to

Marketing activities

For a business organization to remain healthy and to survive,it must sell products and make profits.

A systematic process of assessing opportunities and resources,determining marketing objectives,and developing a marketing strategy and plans for implementation and control describes which of the following marketing management activities?

Which of the following statements describes the best use of the Internet by a marketer?

In marketing,a product can be a good or a service but not an idea.

Which of the following statements about marketing environment forces is correct?

The marketing unit can be organized by ____.

Taco Bell is introducing some of its products into supermarkets,vending machines,college campuses,and other locations to increase its product availability and convenience.One reason Taco Bell is doing so is to

The forces of the marketing environment primarily affect marketers in three ways: They influence customers by affecting their lifestyles and preferences for products; they determine whether or how a marketing manager can perform certain marketing activities; and they

In managing customer relationships,the three primary ways profits can be obtained are by

In today's market environment,you might pay $15 for a CD by your favorite musical artist.Approximately how much of that price goes to activities related to marketing (promotion,distribution,profit margins)?

What is meant by the term marketing concept,and what departments of a company does it affect?

U.S.Electric,the maker of a highly innovative xenon light bulb,finds that it has excess inventory.The firm increases its advertising budget by 50 percent and doubles its sales staff.This company is operating as if it were in which of the following orientations?

Explain why a knowledge of marketing is beneficial for all students.

What are the three ways that marketing environment forces affect a marketer's ability to create satisfying exchange relationships?

Basic and extended warranties can reduce risk,a major customer cost.

The marketing concept stresses that a business organization can best achieve its goal by providing customer satisfaction through coordinated activities.

A target market

Developing and Implementing Marketing Strategies

The Global Marketing Environment

Information for Marketing Decisions

Selecting Target Markets

Consumer Behavior

Business Buying Behavior

International Marketing

Digital Marketing and Social Media

Product Decisions

Strategic Product Management

Services Marketing

Strategic Management of Branding and Packaging

A Supply Chain Management and Marketing Channels

B Supply Chain Management and Marketing Channels

A Retailing,wholesaling and Direct Marketing

B Retailing,wholesaling and Direct Marketing

Integrated Marketing Communications

Advertising and Publicrelations

Personal Selling and Sales Promotion

Strategic Pricing Management

Pricingdecisions

Global Issues,social Responsibility and Marketing

Filters